IDC based in Framingham, MA is a leading provider of market intelligence.

In a recently released research study ("U.S. Internet Advertising 2008-2012 Forecast and Analysis: Defining Economic Crisis") as reported by ClickZ - IDC predicts that online advertising will grow at a rate of 14.9 percent while also strengthening its overall share of the ad market.

Specifically they believe online ad revenue will double during the five year period between 2007 and 2012 from $25.5 billion to $51.1. During that same time frame, online share of market is forecast to increase from 8.6 percent to 15.6 percent.

Reasons given for the shift:

- Advertisers are shifting budgets from old media and into new at a faster pace
- Marketers are looking to save money on advertising without sacrificing exposure.

THE ONLINE SPIN

The key statement here is that advertisers are shifting their budgets from old media to online media with an acute sense of urgency.

For local broadcasters, this is a call to get their web houses in order and aggressively deploy sales resources to monetize those sites.

Source Material:

Crisis? What Crisis?
By Fred Aun, The ClickZ Network


Sluggish economy could help boost Web's share of ad pie
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